Jump to content

Xandr

Edit links
From Wikipedia, the free encyclopedia

This is an old revision of this page, as edited by Aoi (talk | contribs) at 22:38, 10 July 2020 (Reverted good faith edits by 84.203.99.62 (talk): Unexplained change (TW)). The present address (URL) is a permanent link to this revision, which may differ significantly from the current revision.

Xandr, Inc.
FormerlyAT&T Advertising and Analytics (2018)
Company typeDivision
IndustryAdvertising
Analytics
PredecessorsAT&T AdWorks
Turner Advertising
FoundedSeptember 25, 2018; 6 years ago (September 25, 2018)
Headquarters
New York City, New York
,
U.S.
Area served
Worldwide
Key people
Kirk McDonald (CBO)[1]
ProductsCommunity
Xandr Invest
Xandr Monetize
Revenue$2 billion (2019)[2]
ParentWarnerMedia
DivisionsXandr Media
Xandr Data
SubsidiariesAppNexus
Clypd
Websitewww.xandr.com

Xandr, Inc. (pronounced "Zander") is the advertising and analytics division of AT&T's WarnerMedia which operates an online platform, called Community, for buying and selling consumer-centric digital advertising.[3]

History

Following its June 2018 acquisition of AppNexus,[4] Xandr was formed by AT&T to construct a national TV advertising marketplace.

Xandr was launched, on September 25, 2018, at its inaugural AT&T Relevance Conference, in Santa Barbara, California, and was named after its parent company founder, Alexander Graham Bell.[5][6]

In June 2019, Xandr rebranded its AppNexus DSP, launching Xandr Invest, to serve as its central ad-buying hub.[7][8]

On October 18, 2019, Xandr acquired Massachusetts-based Clypd, an audience-based sales platform for television advertising.[9][10][11]

On April 30, 2020, it was folded into WarnerMedia.[12]

Leadership

Xandr is led, temporarily, by Kirk McDonald [13], after the departure in March 2020 by former GroupM North America CEO Brian Lesser, who was appointed chief executive officer of AT&T advertising and analytics in 2017.[14] Rick Welday serves as president of Xandr Media (formerly AT&T AdWorks), with Ray Carpenter as chief financial officer (CFO), Kirk McDonald as chief marketing officer (CMO), and Michael Rubenstein is president of AppNexus.[15]

The company hosts an annual Relevance Conference.[16]

Xandr is a sponsor of Girls Who Code Summer Immersion Programs[17] in which chief data scientist Catherine Williams is active; Williams is a frequent speaker at various Women In Tech events and for the annual AppNexus Women’s Leadership Forum. [18]

Vice president of product management Lindsay Van Kirk was named among the 2019 “40 under 40” during NYC Television Week, in October, 2019.[19]

Operations

In May 2019, Xandr launched Community, its new video marketplace[20] that connects advertisers, publishers, and consumer media brands,[21] including AT&T's WarnerMedia platforms: CNN, TNT, TruTV, B/R Live, and Otter Media. Other media on the Community platform includes Vice Media, Hearst Communications, Newsy, Philo, Tubi, and Xumo,[22][23] Vudu, and Bloomberg.[24]

The fee-transparent,[25] consumer-centric Xandr advertising model combines data, AT&T’s newly acquired WarnerMedia content, AppNexus, and other proprietary advertising technology, to integrate with AT&T’s consumer network,[5][6] creating the first personalized advertising of its kind, with different commercials being delivered to different viewers simultaneously.[26]

During its first year, Xandr’s revenue was mainly derived from DirecTV sales. The company has approximately 1800 employees,[27] including 60 in Europe.[21]

References

  1. ^ https://digiday.com/media/ceo-brian-lesser-gone-advertisers-question-atts-commitment-xandr/
  2. ^ "2019 AT&T EARNINGS Xandr Segment" (PDF). AT&T. p. 25.
  3. ^ "AT&T Putting All Programmatic Digital Ad Spending with Xandr Move adds scale to AppNexus platform" by Jon Lafayette; Broadcasting Cable; February 11, 2019. Accessed May 21, 2019.
  4. ^ "AT&T’s Xandr Officially Combines Its TV Ad Biz With The AppNexus Digital Ad Platform" by Rae Paoletta; Ad Exchanger; November 29, 2018. Accessed May 21, 2019.
  5. ^ a b "AT&T Ad Unit Now Called ‘Xandr’ in Nod to Alexander Graham Bell" by Scott Moritz and Lucas Shaw; Bloomberg; September 25, 2018. Accessed May 21, 2019.
  6. ^ a b "AT&T Launches New Advertising Company, Xandr"; AT&T; September 25, 2018. Accessed May 21, 2019.
  7. ^ Mariel Soto Reyes (June 12, 2019). "The Relevance Conference Santa Barbara, a leadership series presented by Xandr, an AT&T unit". Business insider. Retrieved December 13, 2019.
  8. ^ Dang, Sheila (June 10, 2019). "The AT&T's Xandr launches ad-buying platform for premium content". Reuters. Retrieved December 13, 2019.
  9. ^ "XANDR ACQUIRES CLYPD IN MOVE TO BUILD CONNECTED TV EMPIRE Ad Age; October 18, 2019. Accessed October 21, 2019.]
  10. ^ Dang, Sheila (October 17, 2019). "AT&T's Xandr purchases TV advertising company clypd: source". Reuters. Retrieved December 13, 2019.
  11. ^ Dang, Sheila (October 17, 2019). "AT&T's Xandr purchases TV advertising company clypd: source". Reuters. Retrieved December 13, 2019.
  12. ^ https://www.xandr.com/news/warnermedia-and-xandr-combine-to-create-a-stronger-value-proposition-for-agencies-advertisers-and-publishers/
  13. ^ [1]
  14. ^ "GroupM North America CEO Brian Lesser to Depart for AT&T Role" by Alexandra Bruell; The Wall Street Journal; August 4, 2017. Accessed May 21, 2019.
  15. ^ "About"; Xandr. Accessed May 21, 2019.
  16. ^ "The Relevance Conference Santa Barbara, a leadership series presented by Xandr, an AT&T unit". Beet TV. September 24, 2019. Retrieved December 13, 2019.
  17. ^ "Girls Who Code Expands Free Summer Programs for 2019 into Arkansas, Delaware, Pennsylvania, and Texas"; Girls Who Code; January 22, 2019. Accessed May 23, 2019.
  18. ^ "Xandr's Catherine Williams: Mathematician, Storyteller, Leader", by Kathy Newberger; Media Village; February 12, 2019. Accessed May 23, 2019.
  19. ^ "NYC TV Week's 40 Under 40". NYC TV Week. October 30, 2019. Retrieved December 13, 2019.
  20. ^ "Xandr To Launch 'Community' Marketplace, Enhanced Addressable TV Offerings" by Alex Weprin; Digital News Daily; May 14, 2019. Accessed May 21, 2019.
  21. ^ a b Joseph, Seb (July 1, 2019). "AT&T's Xandr has ambitious European expansion plans". DIGIDAY. Retrieved December 13, 2019.
  22. ^ "AT&T’s Xandr Unveils Community, Its Long-Awaited Video Marketplace" by Patrick Kulp; Ad Week; May 14, 2019. Accessed May 21, 2019.
  23. ^ "Xandr introduces ad marketplace, dubbed Community, during upfronts" by Jeanine Poggi; May 14, 2019. Accessed May 21, 2019.
  24. ^ Lafayette, Jon (September 23, 2019). "One Year In, Xandr Still Pushing for Relevant Ads". Broadcasting & Cable. Retrieved December 13, 2019.
  25. ^ "AppNexus Reworks Publisher Contracts To Enable Fee Transparency For Buyers" by Sarah Sluis; Ad Exchanger; December 11, 2018. Accessed May 21, 2019.
  26. ^ "AT&T Pushes Xandr Ad Products in Viacom Carriage Talks" by Alexandra Bruell; The Wall Street Journal; March 25, 2019. Accessed May 21, 2019. On March 11, 2020 CEO Brian Lesser resigned. On April 30, 2020 AT&T announced that Warner Media and Xandr would be merged.
  27. ^ Steinberg, Brian (December 10, 2019). "AT&T's Xandr Works for Closer Ties With WarnerMedia". Variety. Retrieved December 13, 2019.
Retrieved from "https://en.wikipedia.org/w/index.php?title=Xandr&oldid=967064581"